The Israel Ministry of Tourism participated in the World Travel Market (WTM) in London from November 3 to 5, 2026, presenting a 400-square-meter pavilion branded “I AM ISRAEL.” The event featured 23 Israeli exhibitors showcasing the country’s tourism sector.
Israel’s Tourism Offerings on Display
The pavilion highlighted Israel’s wide-ranging tourism attractions, including its beaches, desert landscapes, historical sites, religious landmarks, and cultural venues, reflecting the diversity of the country’s tourism products.
Pavilion Features and Visitor Engagement
Among the pavilion’s prominent exhibits was a large orange tree installation symbolizing Israeli agriculture, growth, and renewal. Visitors engaged with an interactive art wall designed for drawing, writing, and coloring. Additionally, a promotional video
from the “I AM ISRAEL” campaign showcased various tourism experiences available in Israel.
Exhibitors and Business Activities
The 23 participating exhibitors included private tourism operators, hotel chains, airlines, and regional tourism associations. They conducted meetings with international travel professionals to reinforce business ties and explore cooperation opportunities.
Sustainable Tourism Models Presented
Kibbutz Lotan, located in Israel’s southern Arava region, introduced sustainable tourism through natural construction techniques utilizing earth as a building material. Rom Farm in the Galilee region presented its “People-Nature-Community” model, integrating lightweight construction accommodations with farm-to-table culinary offerings.
Context and Strategic Objectives
The Ministry’s participation came amid efforts to revitalize Israel’s tourism sector following a significant decline after the Hamas
attack on October 7, 2023. The ministry aimed to strengthen international tourism ties and encourage the return of visitors to Israel.
Official Statements
Michael Izhakov, director-general of the Israel Ministry of Tourism, described participation at WTM as a prime opportunity to present Israel’s extensive range of tourism experiences to the global travel industry. He emphasized the pavilion’s role in showcasing Israel as a rich and diverse destination and strengthening cooperative ties with travel agents, airlines, and industry stakeholders ahead of a tourism rebound.
